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The branded cabs form part of Glacier's advertising campaign - created by The Jupiter Drawing Room Cape Town - which includes outdoor, radio and online components. Comments Candice Danneberg, Marketing Manager: Glacier, “The campaign as a whole focuses on the concept of wealth creation and protection; not only on creating new money for our clients, but making sure that they hang onto their wealth and grow it long enough for it to become ‘old money'. Therefore all elements of the campaign feature the traditional ‘old' combined with an element of ‘new' – an old English manor house will have a brand new Ferrari parked outside for instance.”
To create an image of opulence and wealth, each black, branded cab is elegantly embellished with the campaign tag-line “Turn new money into old money” and the driver of each vehicle is tastefully attired in full suit and tie, complete with driver's cap. The Glacier tag-line is also repeated in the branding throughout the interior of the vehicle.
Danneberg elaborates on the overall perception created by the vehicles, “We wanted to create an impression of luxury and lavishness, of an experience not afforded by everyone but provided only to a select few. Hence our focus on keeping the vehicles black with very subtle branding and incorporating the smart, chauffeur-type attire for our drivers – we want people to believe they're being driven off in a Rolls Royce.”
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